The Potential Crisis and Response Behind the Sexualisation of the Girl in the Advertising of the 2023 Balenciaga Spring/Summer Collection

DOI

10.2991/978-2-38476-130-2_4How to use a DOI?

Keywords

Balenciaga; JNBY; Sexualisation; Influence; Solutions

Abstract

Balenciaga's 2023 ad for sexualised girls causes uproar. The widspread boycott of JNBY in the East in 2019 over its controversial children’s clothing line was not coincidental. Behind the incident, sexualising girls can have an indelible negative impact on them. However, the issue is serious and worthy of study. In this paper, the negative impact of sexualised girls will be studied through a qualitative approach. As a result of the research, the main adverse effects of sexualised girls are as follows. Girls who are exposed to sexualised advertising engage in negative self-sexualisation. Psychologically, girls experience lower self-esteem, negative emotions and depressive states. Non-sexualised girls tend to have a lower psychological evaluation of sexualised girls. On the other hand, parents may become potential targets for sexualised girls and lower their academic expectations of them. The popularity of child sexualisation advertising has undoubtedly led to further propaganda and group expansion of paedophile culture. Paedophiles can further support the self-sexualisation of girls while at the same time reinforcing the sexual exploitation of girls. In the social environment this can create cyberbullying and promote the use of sexy child models in media advertising platforms. Relevant measures to address this issue include the need for schools to provide counselling programmes. Parents of girls should be sensitive to the sexualisation issues that may arise in the girl's life. The need to legally regulate the content of advertising. A code of professional ethics needs to be developed for those involved. In the community, positive social communication can effectively raise public awareness of how girls are portrayed in advertising. Sexualised girls in media advertising can have a wide range of negative effects on the girl's body and mind, family, community, social culture and social environment, effectively mitigated through legislation, education and social initiatives.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zexin Jin
PY  - 2023
DA  - 2023/10/29
TI  - The Potential Crisis and Response Behind the Sexualisation of the Girl in the Advertising of the 2023 Balenciaga Spring/Summer Collection
BT  - Proceedings of the 2023 2nd International Conference on Public Culture and Social Services (PCSS 2023)
PB  - Atlantis Press
SP  - 19
EP  - 27
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-130-2_4
DO  - 10.2991/978-2-38476-130-2_4
ID  - Jin2023
ER  -